2011 04 06_sugarcon1

228 views
157 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
228
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2011 04 06_sugarcon1

  1. 1. 1 CRM and VRM: Towards an Inclusive Data Strategy for Individuals and Businesses Doc Searls (@dsearls) 6 April 2011 • SugarCon •
  2. 2. 2 FREEDO MLIBERT Y INDEPENDENC E LOVE
  3. 3. Can CRM be about LOVE? Hey, CRM has the word RELATIONSHIP in it. Why the hell not? 3
  4. 4. If we love customers why do we “target” “acquire” “control” “retain” “manage” “lock in” and “own” them? This is the language of what? 4
  5. 5. Where is the love here? 5
  6. 6. Where is the customer here? 6 A focus is not a presence.
  7. 7. Yes, we can get social. 7
  8. 8. Here’s a simpler view: 8
  9. 9. What if all this stuff is a bubble? 9
  10. 10. And what about these people? 10 They’re social, but they don’t use social media.
  11. 11. Two problems/opportunities here: 1) “Social” is very 2010. The next wave is personal. Really personal. 2) It’s not “Web 3.0 or X.0” because the way we use the Web doesn’t support it. In fact, it keeps us locked in command-and-control mode. We can work around that. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. How do we get a full shift in power? 15
  16. 16. Here’s one super-empowered customer: 16
  17. 17. Super-empowered customers want a few simple things: 17 FREEDOM 17 LIBERT INDEPENDENC E LOV
  18. 18. Laurence Buchanan says, Ah, but there is a problem. 18 The Force in CRM is the voice of the customer.
  19. 19. Let’s go back to what Cluetrain said in 1999. Not just “markets are conversations.” Rather, this: we are not seats or eyeballs or end users or consumers. we are human beings and our reach exceeds your grasp. deal with it. 19
  20. 20. The problem is, none of us has one of these: 20 “deal with it” is not an option without one. But, we’re building one.
  21. 21. Social media do help… But they aren’t X-wing fighters. 21
  22. 22. Customers need their own X-wing fighters. And much more. Vehicles of their own. Tools of their own. And new ways of engaging CRM rather than just fighting it. 22
  23. 23. In our way is a problem called client-server. 23 Server Client Client Client Client Client Client Billions more The Net is end-to-end and peer-to-peer. But the Web is submissive-dominant.
  24. 24. Now think of client-server as this kind of relationship: 24 Client Server
  25. 25. In the Web marketplace, it looks like this: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  26. 26. Each company has its own set of cow-calf relationships: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  27. 27. CRM (and everybody) remains stuck inside the calf-cow model: Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more Server Client Client Client Client Client Client Billions more
  28. 28. Online, customers have no more power than sellers give them. 28
  29. 29. So, VRM. 29
  30. 30. 30 VRM is a counterpart of CRM. VRM CRM It handles the customer’s side of relationships. It provides ways for customers to bear their side of the relationship burden. It gets CRM off the ranch and into the frontier.
  31. 31. It started with ProjectVRM at Harvard’s Berkman Center in 2007 There are now dozens of development projects And the results are coming to market. 31
  32. 32. 32 With VRM, the individual is the point of integration for his or her own data. … and the point of origination for what’s done with it.
  33. 33. 33 Here is some of what VRM will do.
  34. 34. Write and execute code outside client-server This is what Kynetx does. With open source on the SugarCRM model. 34
  35. 35. Give customers control of data: 35 0% 100% Depth of customer data Degree of customer control 0% 100%
  36. 36. Give customers their own tools of engagement with sellers. 36 Including the ability to assert demand and name prices and other terms.
  37. 37. Add new forms of signaling. Such as: r-buttons: The red button on the site’s side is a signal that says, “We’re open to dealing with you on your terms.” 37
  38. 38. 38 Issue a “personal RFP” to whole markets, on the fly. For example, send a message saying you need a 200w 220- >110 converter in Amsterdam on a Sunday afternoon Scott Adams calls this “broadcast shopping.”
  39. 39. 39 Do self tracking and personal informatics
  40. 40. Develop 4th parties, to assist demand. 40
  41. 41. So, for example, with hotels… Fourth parties can represent, intermediate, or otherwise help out. 41
  42. 42. Open Source Personal Data Stores/Lockers/Clouds: 42
  43. 43. More VRM development projects: 43
  44. 44. VRM businesses: 44
  45. 45. Companies and projects talking VRM in the last 2 weeks: 45
  46. 46. Tweeting panelists: Me: @dsearls Dan Miller: @dnm54 Drummond Reed: @DrummondReed 46
  47. 47. 47 0% 100% Depth of customer data Degree of customer control 0% 100%

×